Facebook

The goal is not to be good at FB

• Good at business• Why are we doing this• Who is our audience• What do we want them to do• How do we know it is working

5 strategies

• Create Awareness - buy ads on FB, friends of fans,

• Increase sales - ?– California Tortilla – status updates- secret word is

fish....come into store and get a 50%– Apps and FB things to do this– Groupon type

• Market research - your fans are subjects. FB polls...survey

• Ex. Sacred Rides – which trip...which jersey • Customer Service versus twitter– Get satisfaction FB widget

• Data Mining on FB - FB open graph the FB likes and dislikes of your fans

FB has failed in marketing

• More about loyalty than acquisition• Avg user base- 50% come back everyday• Fans- 70% everyday • Fans have 310 friends compared to 130• Fans click on 5.3 links avg 1• Fans are the engaged members of FB• Is it their engagement channel?

• 84% fans are existing customers• What are they looking for– Exclusive offers and benefits– Not what regular people get special– 36% buy more after being a fan

• Click through rates– 5% ads to non fans– 35% to fans

Levis

So strategy

• Get fans• Keep fans • Activate fans

Get fans- community

• Shareable content• Recommend to friends• Fan widgets• Unique and remarkable content• Costs time but meaningful relationship

Get fans - campaigns

• Good for getting fans...scale and speed but it costs money.

• Targeted ads• Big coupon promotions• Contest promotions• Media coverage

Keep fans

• Community is good for keeping- ask questions...use photos...videos...drive conversations...reply

• Campaigns – target existing fans• Treat like email• Engage..inform..teach...be remarkable